The Good
Very Financially Secure • Offers Free Resources for Potential Customers • Premiums Vary (Can be extremely high/low though) • •The Bad
Not Specialized in Life Insurance • Return on Permanent Policies was Lower • Very Average Customer Support
Overview
Founded in 1927 by Herman Wittmer, American Family Life Insurance has grown to be a major provider of all types of insurance to individuals, families, and businesses. Life Insurance is not their main insurance area but they provide adequate coverage for any needs a person or family may need.
Policies / Plans 
Like most other insurance companies, American Family Life offers term and permanent life insurance. Terms are generally 10, 20, or 30 years and cash payments are guaranteed if a death occurs during this time period. Permanent Life Insurance is also offered and payments are made in the event of a death at anytime. Premium payments are also paused after the age of 100, provided a person lives that long. Permanent Life Insurance policies to accumulate interest on part of the premium payments, but the return is generally lower when compared to other companies. If you are looking for permanent life insurance, try looking somewhere else. Term Insurance is top notch though.
Pricing / Rates 
Rating the prices of the rates was harder for American Family Life because the term life insurance was much cheaper then average but the permanent life insurance policy was much higher. For the term policy a quote of $179 was offered but for the permanent policy a quote of $313 was provided. Therefore, an average rating on pricing had to be given and the quotes given by American Family Life vary much more then other companies.
Getting A Quote
Thanks to the invention of the internet, American Family Life, like everybody other company offers the ability for instant quotes. Fill out the form and receive your quote within 15 minutes. However, a better, more detailed quote can be obtained by calling their toll free number. It's definitely recommend for both American Family Life as well as any company you call a sales representative to get a better idea of prices, terms, and additional features you may want.
Customer Service
Customer service was average. During a phone conversation, a customer service rep was very slow to respond and it was easy to tell the representative was not very knowledgeable about life insurance. She knew everything about auto insurance but life insurance was definitely not her strong suit. Regardless, major problems suggested were resolved after a somewhat lengthy conversation but it was not much of a hassle. American Family Life could improve on customer service or at least hire a few more services reps whom specialize in life insurance
Summary
Although there lacks the specialization in life insurance that other companies have, American Family Life Insurance is still a solid pick. They are definitely financially secure which is relieving to most given the state of the economy. Premiums can vary dramatically though, so keep an eye out for that. They definitely could improve on their service but if a friend asked about American Family Life, they would receive the nod to take a policy with them.